Using educational messaging to motivate vehicle owners

Did you know that the GPS in most cars does not automatically update? The reality is that most maps must be manually updated via a USB or even a CD, shocking I know. Additionally, at least 20 percent of drivers say they’ve never used more than half the tech features in their cars. These factors present significant hurdles in persuading vehicle owners to update their maps.

The following outlines a case study that marries an educationally based messaging strategy with response triggers. The messaging highlights news and facts in an editorial format that moves customers through multiple stages of the decision journey. This specific example targeted Honda owners about their vehicle’s map update. The campaign used targeted communications to move consumers from education to engagement to action.

Educational content included newsworthy information and stats that helps establish the need and creates doubt in the consumer’s mind their maps are current. Facts included things such as the changes in roads, new restaurants and other points of interest.

The campaign had several goals:

• Primary goal was to drive customers to a landing page to purchase a new map
• Secondary goals are to educate customers that their vehicle navigation needs to be updated maps and create the need for an updated map

The campaign strategy was 3-fold:

1. Use educational hard-hitting facts and figures to demonstrate how a map update helps overcome today’s most pressing driving challenges, including traffic jams and the lack of parking
2. Marry response best practices with educational messaging to motivate drivers to update their maps
3. Deliver a cohesive user experience across multiple channels

Editorial messaging was married with response triggers, such as versioning and “hot” colored buttons. The tone was notification oriented, avoiding an overly promotional feel.

The landing page focuses on driving conversion. The landing page messaging highlighted facts that reinforced the vehicle’s current map was out of date and reasons to update. One key learning was to include an image of the CD to set expectations that a physical product was required to complete the map update.

Results

The Honda editorial campaign delivered a 31% higher response rate than the control. The email drove a 23% higher response rate than the previous control, helping the campaign exceed expectations.

Sheera Eby oversaw the agency team that architected the strategic approach and handled all program execution